Publications

March 2011
Case

Terror at the Taj Bombay: Customer-Centric Leadership

By: Rohit Deshpande

On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,... View Details

Keywords: Safety; Leadership; National Security; Service Delivery; Organizational Culture; Crisis Management; Customer Focus and Relationships; Brands and Branding; Accommodations Industry; Mumbai

March 1998 (Revised August 1998)
Case

Pepsi Blue

By: John A. Quelch

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. View Details

Keywords: Competition; Advertising; Brands and Branding; Food and Beverage Industry; United States

February 2020
Teaching Note

Essential Explorations at MUJI

By: Tomomichi Amano and Das Narayandas

Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details

Keywords: Product Portfolio Management; Brands and Branding; Product; Management; Change Management; Mission and Purpose; Retail Industry; Japan

February 2005 (Revised April 2011)
Case

Haier's U.S. Refrigerator Strategy

By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel

Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details

Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States

21 Jun 2019
News

The Business of Yoga

28 Oct 2015
Research & Ideas

A Dedication to Creation: India's Ad Man Ranjan Kapur

class grew with large disposable income, and these foreign brands returned, it pushed the local brands to improve their quality and services. Competition rose and consumers benefitted. Q: So at this very... View Details

Keywords: by Sean Silverthorne; Advertising

September 2016 (Revised September 2017)
Case

Zalora Philippines: From Growth to Profitability

By: Donald Ngwe and Thales Teixeira

In May 2015 Paulo Campos, co-founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company’s development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming... View Details

Keywords: Internet and the Web; Business Subsidiaries; Business Growth and Maturation; Fashion Industry; Retail Industry; Sweden; Southeast Asia; Philippines

July 2024
Case

Wizards of the Coast and Magic: The Rebounding

By: Boris Groysberg and Tom Quinn

This case traces the history and growth of the Magic: The Gathering trading card game. From its development in 1993 by tiny studio Wizards of the Coast, to Wizards’ acquisition by toy giant Hasbro in 1999, to its evolution into a billion-dollar brand in 2023,... View Details

Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

20 Nov 2010
News

Why are Asian women aspiring to Western ideals of beauty?

June 2008
Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller

The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details

Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition

September 2008
Supplement

Mr. Nelson Peltz, Founding Partner, Trian Partners. Interviewed by Professor John Quelch

By: John A. Quelch

Professor John Quelch interviewed Mr. Nelson Peitz, Founding Partner of Trian Partners on events and decisions leading up to the decision to acquire the Snapple brand and the results of that corporate decision. View Details

Keywords: Mergers and Acquisitions; Decision Choices and Conditions; Private Equity; Investment; Brands and Branding; Financial Services Industry; Food and Beverage Industry

January 2010 (Revised March 2010)
Case

Transforming ASUSTeK: Breaking from the Past

By: Willy C. Shih, Ho Howard Yu and Hung-Chang Chiu

What happens when an original design manufacturer (ODM) firm tries to transform itself into a branded goods seller? The case traces the evolution of ASUSTeK from a motherboard supplier, to an ODM of desktop and notebook PCs, through its split into three companies that... View Details

Keywords: Change Management; Transformation; Disruptive Innovation; Brands and Branding; Organizational Change and Adaptation; Organizational Structure; Competitive Strategy; Computer Industry; Manufacturing Industry; Taiwan

30 Sep 2013
News

IT'S A (RED) BULL MARKET AFTER ALL

05 Mar 2015
Video

EiR Marla Malcolm Beck, co-founder and CEO, Bluemercury

October 2024 (Revised December 2024)
Case

Kering Eyewear

By: Rohit Deshpandé, Dante Roscini and Elena Corsi

In June 2024, Roberto Vedovotto, CEO of Kering Eyewear, prepared to discuss the future of the recently acquired brands LINDBERG, a Danish optical eyewear brand, and Maui Jim, an American sunglasses brand. Vedovotto founded Kering Eyewear in 2014, convincing... View Details

Keywords: Marketing Strategy; Brands and Branding; Product Marketing; Mergers and Acquisitions; Business or Company Management; Growth and Development Strategy; Luxury; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; Italy; Europe; China

2012
Teaching Note

Zhejiang Semir Garment Co., Ltd. (TN)

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands... View Details

Keywords: Business Model Innovation; Competitive Strategy; Management Controls; China; China

January 2024 (Revised May 2024)
Case

Uncle Nearest: Creating a Legacy

By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone

Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details